Can we “trust” (e)CBRM?Validating (e)CBRM for the measure of brand trust in the facial cream product category Nikolaou Charikleia Thursday 17 June 2021 Student number:
Keywords
Loading...
Authors
Issue Date
2021-06-28
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Understanding consumer-brand relationships involves identifying the way different brands in a product category are perceived and influence each other. Past marketing research has paid little attention to this influence when measuring consumer-brand relationships. This paper elucidates the effectiveness of the Consumer Brand Relationship Map (CBRM) technique for measuring brand trust in the facial creams product category. The purpose of this research is to validate the electronic version of the CBRM measurement technique as a tool able to effectively and efficiently capture the complexity of the consumer-brand relationship and particularly the trust generated between them. According to purpose, this manuscript empirically tests the eCBRM technique which was characterized by its precursors as consumer/user-friendly and potent. The research consists of both the eCBRM method as well as a traditional Likert-scale method for comparison. The two studies demonstrate the reliability and validity of the eCBRM method. Also, findings provide evidence that the eCBRM is a fun, fast and accurate method able to keep participants engaged and generate higher levels of trust. In addition, information regarding the drivers of trust in a consumer-brand relationship leads to interesting theoretical and managerial implications.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen